To beat back the threat of TikTok, Instagram has unveiled a suite of updates to its platform. But the social media app isn't getting positive feedback.

Posts calling on the company to "Make Instagram Instagram again" have gone viral after it started prioritizing algorithmically-recommended posts and videos from its Reels product over photos from friends.

Even Kim Kardashian and Kylie Jenner have joined the chorus of dissenters. The famous half-sisters are among Instagram's most-followed accounts, with 326 million and 360 million followers, respectively, my CNN Business colleagues Clare Duffy and Jennifer Korn note.

Instagram chief Adam Mosseri addressed the criticism in a video post on the platform Tuesday. He acknowledged that Instagram is "experimenting with a number of different changes to the app," but emphasized that those decisions are based on what the company is seeing in its data.

"We're going to continue to support photos. They're part of our heritage," he said. "That said, I need to be honest: I do believe that more and more of Instagram is going to become video over time."

Investor insight: Instagram parent Meta Platforms reports results after US markets close on Wednesday. Its shares are down 48% year-to-date.

Last quarter, Meta said investments in content recommended by algorithms were essential for it to stay competitive, and that Reels already made up more than 20% of the time people spend on Instagram. What's the latest? And will CEO Mark Zuckerberg weigh in?

To beat back the threat of TikTok, Instagram has unveiled a suite of updates to its platform. But the social media app isn't getting positive feedback.

Posts calling on the company to "Make Instagram Instagram again" have gone viral after it started prioritizing algorithmically-recommended posts and videos from its Reels product over photos from friends.

Even Kim Kardashian and Kylie Jenner have joined the chorus of dissenters. The famous half-sisters are among Instagram's most-followed accounts, with 326 million and 360 million followers, respectively, my CNN Business colleagues Clare Duffy and Jennifer Korn note.

Instagram chief Adam Mosseri addressed the criticism in a video post on the platform Tuesday. He acknowledged that Instagram is "experimenting with a number of different changes to the app," but emphasized that those decisions are based on what the company is seeing in its data.

"We're going to continue to support photos. They're part of our heritage," he said. "That said, I need to be honest: I do believe that more and more of Instagram is going to become video over time."

Investor insight: Instagram parent Meta Platforms reports results after US markets close on Wednesday. Its shares are down 48% year-to-date.

Last quarter, Meta said investments in content recommended by algorithms were essential for it to stay competitive, and that Reels already made up more than 20% of the time people spend on Instagram. What's the latest? And will CEO Mark Zuckerberg weigh in?